Bigger Bolder Baking
+
Circle
Potential Partnership

Building the world's #1 baking community, together.

A proposed partnership between Bigger Bolder Baking and Circle Studios to design, launch, and grow a durable membership business.

Prepared byCircle Studios
Target LaunchNovember 2026
ModelRecurring Membership
Discovery

What We Heard

Click a card to expand.

Audience & Reach ▾

  • 12+ years of content, over a billion organic views, 100% organic audience growth (no paid to date)
  • 8M+ "Bold Bakers" across social, ~3M YouTube subscribers, six-figure email list
  • Website gets heavy search traffic
  • 80% of daily traffic is new visitors — a big opportunity
  • At least 2 in 3 US adults call themselves bakers, per your own audience research. Audience is primarily English-speaking (US/UK first, global in the years ahead)

Business Vision ▾

  • Three strategic pillars: content, community, commerce
  • Aspiration to build the #1 baking community in the world, and a 100-year brand
  • Community is the foundation for future subscriptions, commerce, physical products, and live events. This isn't a side project

Past Attempts & Constraints ▾

  • Despite 1M+ comments answered directly by the team, the community has never been monetized
  • You previously self-built a membership/academy that almost broke Gemma from overcommitment. It fell short from unsustainable content production, weak acquisition/retention tooling, and no repeatable funnel into membership (not from a lack of member interest)
  • Gemma is the talent anchor for the brand, and protecting her time is a hard constraint going forward. Any new product needs to lean on existing assets (30+ hours of content, 12 years of Q&A now powering an internal LLM called "The Oven") rather than heavy new filming

What You're Looking For ▾

  • Guidance on product design, offer packaging, and go-to-market execution. You're less interested in building from scratch, more interested in a partner who can "wind you up" and send you in the right direction
  • A repeatable, sustainable funnel into membership that doesn't repeat the mistakes of the earlier academy
  • A model that scales without requiring more of Gemma's day-to-day time
  • Openness to paid acquisition down the line, once LTV and churn data exist. Organic-first for launch.
The Opportunity

The Partnership

We see an opportunity to deliver a world-class community experience for Bigger Bolder Baking. You've built up a loyal following of baking enthusiasts around the world. Together we can create a permanent virtual home for fans and followers of Bigger Bolder Baking. This will be a space for your audience to trade recipe tips, share their beloved baked-goods creations, and connect with fellow Bold Bakers across the globe. We're inspired by your vision to build a 100-year business. This can be a cornerstone hub of content, community, commerce. A foundation for the legacy business you're building.

From a commercial standpoint, we will help you build marketing funnels that bring in reliable revenue for your business. To get there, we'll help you frame the offer, and test the positioning during a 45-day proof-of-concept window. Once we find clear signal that the market likes our framing, we'll move forward with a full go-to-market effort, including backend funnels and a series of launch campaigns. We see serious potential for building a thriving community with multiple tiers and offers, outlined below.

We believe a partnership can deliver:

01

A permanent, walled-garden home for your community

02

A repeatable engine for turning your existing audience into recurring revenue, without adding to your team's plate

03

Access to premium content and experiences that can support a long-term business

Proposed Offering

The Offering

Note: details will be refined as we understand the market better. Below is a rough shape of what this could look like.

The offering can be centred around a paid membership, supported by a free tier (for top-of-funnel growth and activation) and a suite of premium add-ons you can experiment with.

Key Benefits

Casual Community

Free — "veranda" model
  • "Veranda" model — open access
  • Contests
  • Sample of recipes + content

Bold Bakers Membership

$250 once, or $20/month
  • Full access to recipes — ad-free, no SEO clutter
  • Deals on equipment & affiliates
  • Weekly challenges (e.g. share your Christmas cookies)

Premium Add-ons

One-off purchase
  • Live bake-along experiences.
  • Premium courses & how-to videos
Commercial Model

Proposed Revenue Share

Membership
70/30

70% to Bigger Bolder Baking, 30% to Circle Studios, for the duration of the partnership.

Premium add-on experiences (courses, live experiences) follow a separate 60% / 40% split — 60% to Bigger Bolder Baking, 40% to Circle Studios.
There's also a yearly platform fee, paid each year of the partnership. This fee is deducted from the revenue share — i.e. revenue share doesn't start until the platform fee is fully recouped.
The Model

How a Partnership Works

Bigger Bolder Baking

  • Creative vision and subject-matter expertise
  • Spreading awareness to existing audience (consistently sharing info about upcoming programs)
  • Full approval and vetos on creative direction and external brand.

Circle Studios

Turn-key delivery. Full design, execution and management of the membership business.

  • Experiences. We design and produce the membership itself and the related user experience. Content curation and packaging, community architecture, student comms etc. Ready to launch, not just imagined.
  • Operations. We run the day-to-day so you don't have to: backend systems, onboarding, payments, and support. The goal is to avoid adding to your team's workload.
  • Growth. We own positioning, funnels, and launch campaigns — turning your existing audience into paying, retained members on a repeatable basis.
Next Steps

Timeline

Step 1

Meet Gemma

We'd like to meet Gemma and hear more about the vision for Bigger Bolder Baking.

Step 2

Non-Binding Term Sheet

If we align on this proposal and there's a fit on both sides, next is a non-binding term sheet.

Day 0

Kickoff Call

This call starts the clock on everything below: aligning on the target ICP, the pain point, the outcome we're testing for, and the high-level features of the program.

Days 1–45

Proof-of-Concept Window

Testing demand and offer positioning before we build.

Days 0–15
  • Gather mission, persona, course, and pricing signal. Complete the Proof-of-Concept Questionnaire to scope the pilot in detail.
  • Drive traffic from your main list and mission-based messaging to a splash page. Capture the interested list through a welcome survey.
Days 15–30
  • Drive traffic to a live Q&A session to test engagement.
Days 30–45
  • Convert audience into paying founding members, testing willingness to pay.
What signal we're looking for?

X founding members committed to joining the membership.

Days 45+

Full Launch & Sales Sequence

Full launch and sales sequence.